Our Approach
We develop strategies that blend tradition and modernity, connecting brands with Peruvian cultural pride.
Peru represents one of the most fascinating market opportunities in Latin America today, and we help companies and brands understand the nuances of this dynamic market and its diverse population. With our local expertise and global reach, LatAm Intersect PR is uniquely positioned to guide your journey in this promising market.
Peru is a nation of contrasts and opportunities, with a current population of 34.3 million inhabitants (2024). This number represents steady growth, with a population growth rate of 1.3% annually. The country’s demographic distribution reveals a predominantly young population, with 55% of inhabitants under 30 years old.
Peru’s population distribution is markedly urban, with 79% of the population living in urban areas. Lima, the country’s capital and main digital hub, concentrates approximately one-third of the population, with 10.7 million inhabitants in its metropolitan region. In the capital, 93.3% of internet users are active on social media, with Facebook leading (69.7% penetration), followed by TikTok (91.7% among adults) and Instagram (29% of the population).
Other important cities include:
- Arequipa (1.1 million inhabitants)
- Trujillo (970,000 inhabitants)
- Chiclayo (600,000 inhabitants)
Across the country, there are 25.78 million internet users (74.7% of the population), 24.05 million social media users (69.7% of the population), and 37.90 million mobile connections (109.8% of the population). The average mobile internet speed is 17.41 Mbps, while fixed internet reaches 93.92 Mbps.
Digital consumption shows a strong female presence on major platforms: Instagram (54.2%), TikTok (54.2%), and Snapchat (67.7%), while LinkedIn shows a higher male presence (56.6%).
LatAm Intersect PR, as a communications agency in Peru – and in other Latin American countries – maintains native and highly specialized leaders. Peru offers attractive investment opportunities across a wide variety of industries, due to macroeconomic stability and a favorable business environment. The country’s economy offers some of the greatest growth opportunities in Latin America. Although Peru recorded a declining growth rate since 2021, which was accentuated due to the prolonged impact of the Covid-19 pandemic (13.6%, followed by 2.7% in 2022 and 0.4% in 2023), the Ministry of Economy and Finance forecasts a significant recovery of 2.9% in 2024.
2024 Economic Overview
The Peruvian economy is experiencing a significant transformation period. Following challenging times during the pandemic, the country shows clear signs of recovery, with optimistic projections for the coming years. Current Economic Indicators: The Peruvian GDP is projected to grow by 2.9% in 2024, according to the Ministry of Economy and Finance. This growth is supported by several key sectors:
- A robust mining sector, accounting for 20% of GDP
- Expanding agriculture, contributing 7.8% of GDP
- A strong services sector, representing 59.4% of GDP
2024 Digital Landscape
The Peruvian digital landscape is undergoing an unprecedented transformation, driven by a tech-savvy young population and a rapidly evolving digital ecosystem. In 2024, the country reaches significant milestones in its digitalization journey, presenting unique opportunities for brands and companies seeking to establish themselves in this dynamic market.
Internet penetration in Peru has reached record levels in 2024, with 23.5 million active users, representing 72% of the total population. This exponential growth is even more remarkable when compared to 2020 figures, evidencing a significant leap in digital adoption post-pandemic. The consistent 10% annual growth in the user base indicates a sustainable digitalization trend.
While internet infrastructure in the country still faces challenges in rural areas, it has strengthened significantly in urban regions. Lima leads this transformation with average connection speeds reaching 50 Mbps, while other important cities like Arequipa and Trujillo also show substantial improvements in their digital infrastructure.
Mobility as a Transformation Driver
Peruvian consumers spend an average of 5.2 hours daily in the digital environment, primarily through mobile devices. This behavior has revolutionized traditional sectors, from banking services to retail commerce, forcing an accelerated adaptation to a mobile-first world. The social media ecosystem in Peru presents unique characteristics that reflect the local culture. WhatsApp dominates as the primary communication tool, being used by 96% of internet users, not only for personal communication but also as the preferred channel for business interactions and customer service. Facebook maintains a robust presence with 92% penetration among internet users, followed by Instagram (78%) and TikTok, which showed the most expressive growth in recent years, reaching 65% penetration. Social media behavior reflects a strong tendency to share content related to local culture, gastronomy, and entertainment.E-commerce Revolution
The e-commerce sector in Peru has reached an impressive milestone of USD 9.9 billion in 2023, with optimistic projections for 2024. This remarkable growth is driven by multiple factors, including increased consumer confidence in digital transactions and the expansion of digital payment options. Peruvian consumers demonstrate a distinct preference for installment payments, with 68% of online transactions utilizing this payment method. The most popular categories reflect evolving consumer preferences:- Fashion and accessories lead at 32% of sales
- Electronics follow at 28%
- Home products constitute 22% of purchases
Emerging Trends
The Peruvian digital landscape reveals several significant emerging trends that deserve careful attention: Social commerce has fundamentally transformed how Peruvians discover and purchase products. A remarkable 45% of social media users have already made direct purchases through these platforms, indicating a shift in consumer behavior and trust in social shopping experiences. Local super apps are gaining momentum, integrating mobility services, payments, and deliveries into single platforms. This consolidation trend reflects a broader movement toward digital ecosystem integration, making daily transactions more seamless for consumers. Content streaming has experienced exponential growth, with local platforms actively competing against global players. What makes this particularly interesting is how these platforms are adapting content to regional preferences, understanding that success in the Peruvian market requires a deep appreciation of local cultural nuances.Challenges and Opportunities
Despite significant progress, Peru’s digital market faces important challenges that simultaneously present opportunities for innovation. The digital access disparity between urban and rural areas remains significant, with some regions showing less than 40% digital penetration. This gap represents both a challenge and an opportunity for infrastructure development and digital inclusion initiatives. The digital payments infrastructure, while evolving, still requires development to reach its full potential. Approximately 30% of the population remains unbanked, creating substantial opportunities for innovative digital financial solutions. This situation has sparked a wave of fintech innovation, with companies developing solutions specifically tailored to the needs of the unbanked population. Cybersecurity has emerged as a growing concern, with businesses and consumers seeking robust solutions for data protection and secure online transactions. This heightened awareness of digital security creates opportunities for companies offering protective solutions and secure transaction platforms.Effective Communication Strategies for the Peruvian Market
The communication market in Peru represents a unique and challenging landscape that demands carefully crafted strategies for its complex cultural and geographical composition. With an impressive USD 725 million in media investments, according to El Comercio (2023), the sector demonstrates not only resilience but also consistent growth even in the face of global economic challenges. Television continues to exert a dominant role in the Peruvian media landscape, with annual investments exceeding USD 386 million. Television reach is remarkable, reaching 87% of households nationwide and virtually the entire population (99%) in Lima’s metropolitan region, according to OSIPTEL (2023) data. With 105 licensed broadcasters responsible for transmitting 1,043 channels, television maintains its position as the country’s highest-impact communication medium. Radio maintains its singular relevance, especially in rural and mountainous regions where it often serves as the primary communication medium for isolated communities. With investments of USD 83 million, radio broadcasting, led by Radio Programas del Peru (RPP), continues to be fundamental in disseminating news and information to a large portion of the population, as indicated by Kantar IBOPE Media Peru (2023).Digital Transformation and Media Evolution
The Peruvian digital environment shows impressive growth, with 66% of the population having internet access and 10% annual growth in connectivity, according to We Are Social’s Digital 2024 report. This digital landscape is characterized by distinctive features:- Predominant smartphone access (90% of users)
- Strong social media presence
- Facebook leading in daily engagement
- Growing adoption of digital payment solutions
Regional Communication Adaptation
The effectiveness of communication in Peru is intrinsically linked to understanding and respecting the country’s different regional realities: Coastal Region (especially Lima):- More formal and digitalized corporate communication
- Strong emphasis on multiplatform strategies
- Focus on business networking events
- Higher digital adoption rates
- Requires bilingual approach (Spanish and Quechua)
- Strong presence on local radio
- Community-focused events
- Traditional communication methods
- Adapted communication for remote communities
- Strong oral tradition
- Multilingual approach requirement
- Focus on sustainability programs
Market Opportunities in Peru
Peru stands as one of Latin America’s most promising markets, presenting a unique combination of macroeconomic stability, sustainable growth, and an expanding middle class. According to the Ministry of Economy and Finance (2024), despite recent global challenges, the country maintains a growth trajectory projected at 2.9% for 2024, creating a conducive environment for investment across various sectors. The technology and innovation sector has particularly distinguished itself in the Peruvian landscape. The fintech market, for example, has experienced remarkable growth in recent years, driven by the significant portion of the unbanked population—approximately 30%, according to data from Peru’s Banking and Insurance Superintendency (2023). This scenario has created exceptional opportunities for innovative digital financial solutions, ranging from mobile payment applications to digital lending platforms.Digital Commerce Transformation
The transformation of Peruvian retail presents another fertile ground for investment. With e-commerce reaching a market value of USD 9.9 billion in 2023, according to the Peruvian Chamber of Electronic Commerce report, the sector continues in accelerated expansion. Peruvian consumer behavior has evolved significantly, showing an increasing preference for omnichannel shopping experiences and flexible payment solutions.Key Economic Sectors
Mining Industry:- Second-largest copper producer globally
- Latin America’s largest silver producer
- Sixth-largest gold producer worldwide
- World’s largest asparagus exporter
- Significant organic coffee production
- Growing exotic fruit exports
- USD 9.9 billion in e-commerce transactions
- 35% of population engaging in online shopping
- 93.3% of internet users active on social media
- Substantial growth in digital wallet payments (347 million monthly operations)
Cultural Communication Framework
Communication in Peru requires a deep understanding of cultural nuances that vary significantly across regions. The country is officially trilingual, with Spanish, Quechua, and Aymara as official languages. This linguistic diversity reflects the country’s rich cultural tapestry and demands sophisticated communication strategies.How LatAm Intersect PR Can Help
We develop comprehensive communication strategies including:- Brand narrative development and cultural adaptation
- Digital transformation storytelling
- Crisis management with cultural sensitivity
- Strategic government relations
- Localized digital marketing
- Community engagement programs
Regional Communication Strategy
Each region requires a tailored approach: Coastal Region: We implement formal, digitally-focused strategies that resonate with the urban professional environment while maintaining cultural authenticity. This includes sophisticated digital campaigns and corporate networking events that blend international standards with local sensibilities. Andean Region: Our approach integrates traditional media with modern communication tools, respecting the strong presence of indigenous languages and cultural traditions. We develop bilingual campaigns that effectively reach both Spanish and Quechua-speaking audiences. Amazon Region: We create specialized communication strategies that respect the unique characteristics of remote communities, emphasizing oral traditions and sustainable practices while ensuring messages reach isolated populations effectively.Industry-Specific Communication Strategies
The evolution of Peruvian consumer behavior indicates increasing sophistication in purchasing decisions. Studies from Kantar Insights Peru (2023) reveal a growing trend in valuing sustainability and corporate social responsibility, especially among young urban consumers. This shift in mindset creates new opportunities for brands that align their values with environmental and social concerns.Digital Events and Experiences
In Peru’s evolving business landscape, we create meaningful connections through: Physical Events: The importance of face-to-face interaction remains strong in Peruvian business culture. We develop customized corporate events that respect local protocols while incorporating modern elements. These events serve as crucial networking platforms, particularly important in a culture where personal relationships significantly influence business decisions. Digital Integration: Understanding the growing importance of hybrid experiences, we design events that seamlessly blend physical and digital elements. This approach has proven particularly effective in reaching Peru’s geographically diverse audience, allowing participation from remote regions while maintaining the personal touch valued in Peruvian business culture. Community Engagement: Our programs focus on creating lasting connections with local communities. This includes developing initiatives that respect traditional customs while incorporating modern communication channels, ensuring messages resonate across Peru’s diverse cultural landscape.Future Market Projections
Looking ahead, several key trends are shaping Peru’s business environment: Digital Transformation: The acceleration of digital adoption continues across all sectors. We’re seeing particular growth in:- Mobile banking adoption, with digital transactions increasing by 40% annually
- E-commerce platforms expanding into secondary cities
- Digital education solutions gaining traction, especially in remote areas
- Increased demand for sustainable products
- Growing investment in renewable energy projects
- Corporate emphasis on environmental responsibility
- Regional linguistic variations
- Local customs and traditions
- Community-specific communication preferences
Looking Forward: 2025 and Beyond
As Peru continues its digital transformation and economic development, several key areas present significant opportunities: Infrastructure Development: The government’s commitment to improving digital infrastructure, particularly in rural areas, creates opportunities for technology and communication companies. This includes:- Expansion of 5G networks
- Development of digital payment systems
- Implementation of smart city solutions
- Online learning platforms
- Professional development programs
- Technical training initiatives
- Telemedicine solutions
- Health tech applications
- Digital health records systems